Advertising folder



April 1934. F. H. EBERSOLD 1,955,117

ADVERTIS ING FOLDER Filed Dec. 12, 1932 UNITED STATES PATENT OFFV'E ADVERTISING FOLDER Fred H. Ebersold, Downers to Ebcrsold-Oliver, Inc.,

poration of Illinois Application December 12, 1932, Serial No. 646,755

The present invention is 9 Claims.

directed to a folder intended primarily, though not exclusively, to attractively advertise an article of merchandise and to attract attention to the article by a movement 5 of parts incidental to the opening up of the folder.

More particularly, it relates to a folder so constructed and folded as to display first the article of merchandise itself and thereafter, during the unfolding operation, to movethe article across the face of the folder and into the environment within which it is intended to be used.

The folder thus attractively displays the article under conditions best suited to call attention to its value, and utilizes the movement of the parts to stimulate intere tion on the product.

Further objects and deta st and center attenils of the invention will appear from the description thereof in conjunction with the accompanying drawing, where- Figure l is a plan view of one form of the folder fully opened and with plane relationship;

the parts lying in flat or Fig. 2 is a view of the folder closed for mailing;

Fig. 3 is a View of fully expose the the folder drawn back to advertising display;

Fig. 4 is an edge view of the folder; Fig. 5 is a plan View of a modified form of the folder in the form of a self-mailer, laid fully open and with the parts lying in ship; and

flat or plane relation- Fig. 6 is a perspective view of the folder of Fig 5, showing the mailing flap elevated.

As shown in Figs. 1 to 4, from the folder is formed a blank of material which may be paper,

cardboard, fabric, composition, or other suitable material, and which is out to tion A and a backing section afford a display sec- B, the sections being preferably formed from a single blank of material and separated from one gitudinal folding line C. The display section is another along a londivided by a medial fold D into what may be termed an underlying section E and an overlying section F. tion is in turn divided by a medial folding line G which also extends through The overlying secthe backing section B, which folding line may be termed the hinge,

for reasons presently to appear.

tion of the overlying section The inner por- F is die cut to separate therefrom a display member H which is connected by means of When the folder is a tongue I with the hinge G. folded as in Fig. 2, the backing section B will be folded back along the folding line C to underlie the se ticular to underlie and prot ction F, and in parect the die cut por- Grove, Ill., assignor Chicago, Ill., a cor- With the backing thus folded behind the display section F, the parts are medially folded along the hinge G and then folded inwardly along the medialfolding line D to overlie the display section E.

Since the overlying display section has itself been folded along the hinge G, it will present only a fraction of the area of the underlying dis play section E, so that the inner portions of each of the display sections, including the area from which the display member H has been cut, will be concealed. In thus folding the parts, the display member H will not be underfolded but will project outwardly to overlie the exposed portion of the underlying display section E, as in Fig. 0 2, so that the picture of the article of merchandise imprinted upon the projecting display member H will lie fiatwise upon the exposed surface of the underlying section E.

For purposes of illustration, an advertisement of automobile tires is shown, in which the display member H is cut to the configuration of an automobile tire and imprinted tosimulate such an article of merchandise. The right hand portion of the section E is likewise imprinted to il- 30 lustrate a plurality of tires on display in a store or warehouse, and the parts are so configured that when the folder is folded as in Fig. 2, the individual tire illustrated on the display member will occupy a position in register with the stock of tires illustrated on the section E. This constitutes the view presented to the recipient of the folder when it is first removed from the envelope, but when the overlying medial folded section of the folder is drawn back as in Fig. 3, the tongue I which connects with the hinge G will cause the display member H to recede from the position first occupied and come to rest in the original position from which it was die cut, which in the present instance is contiguous to the tire rack of an automobile pictured on the inner portion of the overlying section F.

In order to better prevent displacement of the display member H when the parts are in the overfolded position, a slot J is formed to receive the 190 edge of the display member and prevent release thereof until it is drawn back by the unfolding of the folder.

The object in view is to visualize the sale and transfer of an article of merchandise from the stock in the store to the environment for which the article is intended, and of course the form and shape of the display member H will in each case simulate the article of merchandise itself; and the pictorial representations will harmonize 110 tion thereof.

with the form and character of the article and the nature of the use intended.

It is, of course, proposed to utilize the remaining surfaces of the folder blank for advertising matter of suitable character, and the arrangement is one which is susceptible of numerous modifications in detail to meet the particular ends in view without departing from the spirit of the invention.

Where it is desired to utilize the folder as a self-mailer, the form shown in Fig. 5 is preferred, which is similar in all respects to that heretofore described, with the single exception that a flap K, equal in dimensions to the folder when folded as in Fig. 2, is provided, which is preferably connected to the section E along a folding line L, so that it may be folded down flatwise to overlie and protect the display portions of the folder and be suitably sealed and inscribed for mailing. In some cases it may not be necessary to use either the closure fiap K or the backing section B, since the operating portions of the present invention are mainly included in the sections E and F correlated in the manner previously described.

The present advertising folder constitutes a striking and instructive display, not only for the advertisement of merchandise but also for the advertisement of personal service or the like, or in fact any form of advertisement in which it is desired to secure the attention value of movement and to illustrate an article or device under different conditions of use.

In the present embodiment of the invention, the hinge G to which the display member is connected is constituted by one of the vertical folds, and the various portions of the device are of rectangular formation, but it will be understood that the parts might be otherwise configured and folded without departing from the spirit of the invention, and that it is not the intention to limit the same save as indicated in the claims appended hereto.

I claim:

I. An advertising folder consisting of sections adapted to be folded to partially overlie one another, the upper section being folded on itself to furnish a hinge, and a display member on said upper section being out free from the body thereof and connected to the hinge in position, when the parts are folded down on one another, to overlie the exposed portion of the under section, and adapted, upon the unfolding of the folder, to be drawn back to the original position from which it was out free.

2. An advertising folder consisting of sections adapted to be folded to partially overlie one another, the upper section being folded on itself to furnish a hinge, and a display member on said upper section being out free from the body thereof and connected to the hinge in position, when the parts are folded down on one another, to overlie the exposed portion of the under section, and adapted, upon the unfolding of the folder, to be drawn back to the original position from which it wascut free, the display member being configured to represent an article, and. the under and upper sections being imprinted to represent the environment of said article under varying conditions.

3. An advertising folder consisting of sections adapted to be folded to partiallyoverlie one another, the upper section being folded on itself to furnish a hinge, and a display member on said upper section being out free from thebodythereof and connected to the hinge in position, when the parts are folded down on one another, to overlie the exposed portion of the under section, and adapted, upon the unfolding of the folder, to be drawn back to the original position from which it was cut free, and a backing portion connected along a folding line with the upper section and adapted to be folded backto underlie the cut away display member.

4. An advertising folder consisting of sections adapted to be folded to partially overlie one an other, the upper section being folded on itself to furnish a hinge, and a display member on said upper section being out free from the body thereof and connected to the hinge in position, when the parts are folded down on one another, to overlie the exposed portion of the under section, and adapted, upon the unfolding of the folder, to be drawn back to the original position from which it was out free, the display member being configured to represent an article and the under and upper sections being imprinted to represent the environment of said article under varying conditions, and a backing portion connected along a folding line with the upper section and adapted to be folded back to underlie the cut away display member.

5. An advertising folder consisting of sections adapted to be folded to partially overlie one another, the upper section being folded on itself to furnish a hinge, and a display member on said upper section being out free from the body thereof and connected to the hinge in position, when the parts are folded down on one another, to overlie the exposed portion of the under section, and adapted upon the unfolding of the folder to be drawn back to the original position from which it was out free, and a mailing flap portion connected along a folding line with the under section, and adapted when the upper section has been folded down onto the under section to overlie the folder and furnish a closure for the same.

6. An advertising folder consisting of sections adapted to be folded to partially overlie one another, the upper section being folded on itself to furnish a hinge, and a display member on said upper section being out free from the body thereof and connected to the hinge in position, when the parts are folded down to one another, to overlie the exposed portion of the under section, and adapted, upon the unfolding of the folder, to be drawn back to the original position from which it was out free, the display member being configured to represent an article and the under and upper sections being imprinted to represent the environment of said article under varying conditions, and a mailing flap portion connected along a folding line with the under section, and adapted when the upper section has been folded down onto the under section to overlie the folder and furnish a closure for the same.

'7. A display folder formed from a single blank of material of rectangular shape and folded along a medial line to provide under and upper display sections of substantially equal area, the upper display section being itself folded along a medial line constituting a hinge and having on the inner side of said hinge a display member out free from the body thereof and connected by a tongue to said hinge, and adapted when the upper display section is folded on itself and then folded upon the under section along the medial folding line, to project outwardly and in part overlie the exposed portion of the under section, thedisplay member being configured to represent an article of merchandise, and the areas contiguous to the projected and retracted positions occupied by the display member being imprinted to represent varying environments conditioning the use of the article of merchandise being advertised.

8. A display folder formed from a single blank of material of rectangular shape and folded along a medial line to provide under and upper display sections of substantially equal area, the upper display section being itself folded along a medial line constituting a hinge and having on the inner side of said hinge a display member out free from the body thereof and connected by a tongue to said hinge, and adapted when the upper display section is folded on itself and then folded upon the under section along the medial folding line, to project outwardly and in part overlie the exposed portion of the under section, the display member being configured to represent an article of merchandise, and the areas contiguous to theprojected and retracted positions occupied by the display member being imprinted to represent varying environments conditioning the use of the article of merchandise being advertised, and the under section being slitted to receive and hold the outer edge of the display member when in projected position.

9. An advertising folder consisting of a plurality of display sections defined by folding lines so hinging the sections together as to reveal portions of each section when the device is folded, a display member pictorially simulating an advertised article and connected to the folder at a point subjected to hinging movement in the folding and unfolding of the sections and adapted by a hinging movement of the sections to have movement imparted thereto in planes noncoincident with the planes of hinging movement of the hinged sections to cause said display member in the folded position to visibly register with one exposed portion of the folder and in the unfolded position to visibly register with another portion of the folder exposed by unfolding in simulation of movements imparted to the advertised article of merchandise.

FRED H. EBERSOLD. 

